Google recently announced that the company would begin securing searches for all users accessing Google properties, resulting in the encryption of their voluminous search data. While this change will undoubtedly impact marketers and search retargeting companies across the board, advertisers that leverage alternative search data will be unaffected by this change.
The reality is, search is changing – and so is consumer search activity. In the past, advertisers have thought of search in terms of Google, Bing and Yahoo!. But that type of thinking has led to limitations for search data. Advertisers’ new reality is one in which search data provides a multitude of opportunities to marketers for both branding and direct response campaigns.
“When we think of Google, most people think they own the whole search market. However, that is far from reality,” says Magnetic’s CEO James Green.
Around 35% of searches are completed on alternative search sites - outside of the traditional search engines such as Google & Bing. In fact, comScore reported last year that non-search engine properties including vertical sites, shopping comparison sites, and e-commerce sites generated more than 9.9 billion searches. Some common vertical search examples are sites focused on auto comparisons, legal resources, health inquiries, and travel. Vertical search engines also include recommendation sites like Yelp. Alternative search sites produce extremely valuable intent and interest-based data relevant for campaigns.
Marketers can find valuable, and more importantly, new customer data by embracing the concept of alternative search properties. “Non-search engine data adds up to greater specificity while searching,” says James Green. “It’s important because of the distance through which you can reach consumers down the sales funnel. Brands can reach into deeper funnel stages with alternative search. The more specific consumers are with their search, the easier it is to determine intent.” By using vertical and alternative site data, marketers will be able to expand their audience reach, and engage consumers who may not have had any previous brand interaction.
There are billions upon billions of highly valuable search data occurring beyond traditional search engines, which is something that marketers should strongly consider. And regarding the current media stir as it applies to Magnetic, in the words of our fearless CEO, “(We) hope this makes you sleep better knowing that your Magnetic campaigns will not be affected at all. Not one iota.”
SOURCE: Searching Beyond Search; Life Beyond The Googleplex